If we talk about email marketing, most people immediately think about spam. But frankly speaking, email marketing can be more than that. It is generally defined as a way for companies to interact with actual or potential customers via email letters that include a link to their retail store or homepage. This implies different techniques, like sending newsletters, informational emails or promotional emails. This can happen in both B2B and B2C scenarios.
Promotional emails have the main goal of making the recipient to take some action- usually around a new product, service, event, or special deal. As effective email marketing strategies go, these emails usually don’t have a lot of content associated with them. They focus on selling points and persuasion verbiage. Link
A good example of that is the “Agoda” promotional email of their recent deals.
Another type of email marketing is sending newsletter emails. Usually, those are sent out once per month and often include several pieces of content that one has already published within the past month. Content for newsletters can include blog articles, videos, or other types of media. Link
Education.com membership newsletter is a good example of how a newsletter can look like.
The third type is the informational email. Informational emails are short and don’t usually require the recipient to take a lot of action. In fact, sometimes the email’s subject line alone might communicate everything that is needed. Examples of informational emails are meeting reminders, webinar invites or an offer to check out a particular post on one of your social media platforms. Link
Furthermore those techniques present many advantages:
1) Smartphone friendly
Thanks to the smartphone trend, the popularity of mobile emailing has drastically increased. Every tablet and smartphone will automatically give you easy access to your emails.
2) Sent at appropriate time
Emails can be sent at most appropriate time to reach different customers according to the time zones they live in.
3) Flexible and affordable
Emails do not require financial investments, nor big effort to create and send to actual or potential customers.
4) Builds up customer relationship
Each email can analyze customers’ behavior by the most important data related to marketing, including open rate, click-through rate and unsubscribe rate, which help you learn what works and what needs adjustment. Link With simply sending an email, one can sum up the person’s details, like age, gender, interests, social profiles, etc.
If we talk about advantages, disadvantages will come up as well.
It is common for people to receive several emails per day from different companies. It often happens that many people delete emails before they even read them. Using a bulk emailing program means your letter could get caught in the recipient’s spam folder and they may never see it. Link
Some people do not appreciate having their inbox filled with unsolicited marketing emails. Using mass emailing could make customers consider your company less reputable. Link
But one of the most important disadvantages for companies not to use email marketing is the fact that many people think of it as “old fashioned”.
Nonetheless, research shows that email sending is still the leading and most effective promotional tool for e-marketing. Link
Statistics show that 91% of people check their email on a daily basis. 33% of email recipients open emails based on the subject line alone.
Email marketing as a channel was the third overall lead generation source for marketers in 2013, producing 13% of all leads.
37% of interviewed people said that more than 20% of their inbox comes from marketers, and 53% said they’re happy with the number of promotional emails they get. Link
To conclude, email marketing is still one of the most popular techniques to communicate with target customers and build up relationships. With the advantage of flexibility, effectiveness and efficiency, this technique can successfully help a company achieve their marketing goals.
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